Pastiche Brings Its Maximalist and Nostalgia-Driven Garments to the US Market
Co‑founder Florencia Otonello nots that the rollout is framed more of a “cultural dialogue.”
Summary
- Pastiche is expanding into the US, viewing the move as both a statement and a starting point
- The brand’s aesthetic blends nostalgic futurism with Uruguayan cultural storytelling
- A new sister project, Social Performer, will also launch with non-seasonal, thematic capsules
Uruguayan clothing brand Pastiche announced its expansion into the US market, a move that co-founder Florencia Otonello views as both a statement and a starting point. Pastiche, a family business led by sisters Florencia and Lucia Otonello, has achieved appeal through a recognizable formula defined by its punchy, colorful aesthetic, high-contrast stitching and resonant color clashing. Florencia Otonello notes that this expansion signifies that Pastiche’s language – a fusion of past narratives and future codes – is resonating beyond borders, adding, “It’s also proof that there’s an international hunger for nuanced, culturally layered storytelling”.
The brand’s aesthetic is deeply rooted in cultural storytelling, drawing inspiration from Uruguayan lifestyle through elements of folk art, workwear and nostalgic design. Their most recent Fall/Winter 2025 collection exemplified this vision, featuring a range of unique denim and knitwear inspired by the local color of Montevideo. Otonello seeks to use fashion as a vehicle for dialogue, viewing the brand as a “cultural movement that invites people to question what’s given, what’s expected, and what’s invisible”.
Coming from Latin America, Otonello and her team acknowledge “there’s always a challenge – and a responsibility – in translating our idiosyncrasy to a global audience without diluting it”. The brand is intentionally introducing new Spanish terminology into the American style lexicon, such as buzo (pullover) and chaleco (vest), positioning the Pastiche client as “super cool for being in the know”. She states that their plan is to expand by “going deeper,” aiming to create a community around curiosity and friction.
Looking toward the near future, the brand is opening a new creative chapter with the launch of Social Performer, a sister project operating with a “very different pulse”. This initiative refuses the rigid pace of fashion calendars, working instead in “Acts” — thematic capsules that accumulate meaning rather than expire.
